Conferencias Online

Estas son las próximas conferencias online que nos ofrece el IE de manera gratuita. Es importante notar que tiene el cupo limitado a 40 antiguos alumnos, y las reservas de plaza son por orden de inscripción a través del correo alumni@ie.edu. Recuerden que la información sobre estas conferencias siempre la pueden encontrar en la página http://alumni.ie.edu/

Ambas sesiones serán impartidas en inglés.

Monday, 17 October 2005. 19:00 p.m. (Madrid’s local time).
ANALYSIS OF DIFFERENT CRITERIA FOR SEGMENTING SPORT CONSUMERS
Speaker: Dr. Eduardo Fernández-Cantelli, Professor and Director of the Marketing Area at Instituto de Empresa.

Content: Several measures have been used in segmenting sport consumers. The traditional and natural ones include demographic and geographic criteria. However, and due to the nature of the sport, it has been showed that those criteria appears to be somewhat ineffective in identifying homogeneous behaviors. The power of sport franchises, and the influence that those franchises have on sport consumption, leads to conclude that brand loyalty is an effective way to segment sport consumers. Segmentation of sport consumer based on loyalty contributes into the development of adequate marketing strategies in sport organizations.

Monday, 24 October 2005.19:00 p. m. (Madrid’s local time).
CAN ENTREPRENEURIAL FIRMS BENEFIT FROM PRODUCT PIRACY?
Speaker: Professor Julio de Castro, Vice Dean of Research at Instituto de Empresa.

Content: I examine the performance implications of product piracy taken from the perspective of an entrepreneurial firm – an organization that generates and exploits its own the intellectual property. It uses a resource-based perspective to show that a decrease in inimitability of an entrepreneurial firm’s intellectual property does not necessarily diminish performance when there is a corresponding increase in value of this resource attributable to piracy, and an information economics perspective is used to explain why and when imitation can increase the value of an intellectual property resource. This leads to a possible reconciliation of empirical studies on piracy that tends to focus on either the costs or benefits of piracy. Further we argue that the lesser the degree of overlap between the markets for legal and pirated products the more positive the relationship should be between piracy and the entrepreneurial firm’s performance.